Mattel Creations grows YouTube activity around Barbie, Thomas and Friends and more

Ahead of MIPTV 2017, the firm has appointed ProjectFirst and Little Dot Studios in Russia and France to manage AVOD platforms and grow the online and YouTube presence of its hit portfolio of kids’ properties.

Mattel Creations has taken steps to grow channel subscribers for the company’s iconic Barbie, Hot Wheels, Monster High and Thomas and Friends brands.

Ahead of MIPTV 2017, the firm has appointed ProjectFirst and Little Dot Studios in Russia and France to manage AVOD platforms and grow the online and YouTube presence of its hit portfolio of kids’ properties.

In addition to managing existing regional YouTube channels for Mattel, ProjectFirst will also create a new Russian channel for Mattel’s pre-school brand Thomas and Friends.

Meanwhile, Little Dot Studios will create and manage a new channel for Thomas and Friends in France, building the channel, creating clips, compilations and targeted playlists as well as work closely with YouTube Kids to maximise opportunities for audience growth.

Alex Godfrey, director of content distribution, home entertainment and new media distribution, Mattel Creations, said: “Both these appointments are strategically important to us to help maintain a robust, always-on digital presence in countries where the correct localisation of our content will allow us to grow exponentially.

“ProjectFirst has incredible expertise in kids’ digital content distribution in their region and partnering with them will help us scale-up our channels to share Mattel’s rich content portfolio with even more kids and families in Russia.

“Equally, Little Dot Studios has the skills and know-how to develop a brand new channel for France in order to make it resonate with local audiences. We are delighted to be working with both of them as partners.”

Vladimir Nabatov, head of licensing and acquisitions, ProjectFrist, said: “It is an honour to partner with Mattel and work with world-class, family-friendly brands like Barbie, Hot Wheels and Thomas and Friends.

“We look forward to working with Mattel to successfully create greater engagement and to build and grow a family audience in Russia on their channels.”

Andy Taylor, CEO, Little Dot Studios, concluded: “We are delighted to be working with a brand as dearly loved as Thomas and Friends and are looking forward to partnering with Mattel and YouTube to grow the brand on the platform, really engaging French kids and families with this iconic show.”

Mattel launched its new content and entertainment hub, Mattel Creations, earlier this year, but already the studio is redefining the company’s wider approach to TV, film and digital for some of its biggest brands, including Barbie, American Girl and Thomas & Friends. Robert Hutchins talks to Christopher Keenan, SVP of content development and production at Mattel, about the latest developments for the blossoming studio.

As part of a two-year agreement under which WildBrain will exclusively manage all official Clangers content on YouTube, the studio has also been appointed to manage the YouTube strategy for the new narrative toy-play series.

The series will feature three 22 minute specials and 20 11-minute regular episodes that will continue the themes of exploration and discovery, while adding new locations and friends from around the world.